Topchi Handcrafted Beer Branding

Inspiration
Brew masters were inspired from the legacy of gunners. Gunners have this remarkable ability to constantly aim at something that is far-reaching but can be reached no matter how difficult the situation is. Everything that surrounds the process of brewing, has a far-reaching goal attached to it. Brewers have to constantly test and discover new ways of perfecting the flavor of the beer. But in the end, it’s all worth it!
    People working on the location of Topchi can hear the loud thundering sound of gunshots clearly. The sound of gunshots, the goal and an undying spirit of gunners inspires the brewers’ to build the brand. Topchi wants Nashik to be distinguished and established as a microbrewery specialist rather than a wine specialist.



Sketches 
Due to its location, designers had to sketch something around cannon to keep the significance of the name intact. Designers realized that there are a few shapes and sizes they would want to consider while designing the logo – circles, rectangles and parallelograms. A circle is often used in a logo to represent unity, commitment, love or community. Circles tend to send a positive emotional message of harmony and protection. Shapes with straight lines and angles are also made use of, for it symbolizes structure and order of the design. Rectangles signify honesty, solidity and stability. All these shapes remain true to the identity of the brand ‘Topchi’.
                                                                                                         
                                 

Symbol construction 
Since its establishment at the place of an artillery center, brew makers wanted to give it the face of cannon. After a lot of exploration and research, designers started sketching out the possibilities. Possibilities were too many but the owners liked only one possibility in creating a symbol – the hole at the rear end of cannon barrel from where the cannon ball is shot. It is called touch hole of the cannon. The symbol is a merger of the front view and side view of cannon. This symbol signifies the solidity and credibility of the brand to 
aim at the highest.



Typeface exploration
Topchi logo was created for a beer brand. That meant that it should look great on the beer barrels, beer towers, beer taps, crates, coasters and other signage locations. We focused on Pekora Bold font families for its easy readability.




Font style 
The brand font is Pekora Bold Slab Serif. It is used in stencil form for its connection with army. Pekora is a beautiful geometrical family developed in 3 styles – sans serif, serif and slab serif. With the total of 18 fonts, this family becomes a real workhorse for editorial design. We find it appropriate for logo, poster designs, packaging, stationary, etc. 

Slab Serif Bold is vivid, live and attractive yet serious and conservative. It should be applied for headlines or logo. 
Sans Serif Bold is a milder version and should be applied for sub headlines.

Sans Serif Regular is a simple style and can be used where small size is preferred for good readability. It should be applied in all printed and digital formats. 




Color palette 
Primary colors of the brand is ocher and dark grey.  Earthy and warm, ocher is an ancient color that evokes the sands of time as well as speaks to modern design sensibilities. Ocher varies in both tone and hue. It can be pale or dark, golden or almost brown. It looks great next to teal, burgundy red and cool grays and purples. 


For Topchi, we have used dark yellow shade of Ocher. This shade was the chosen one mainly because Topchi’s most favored beer owns that color. When used in a logo, this color adds brightness, richness and energy to it. It portrays the following qualities – elegance, distinguished, wise and confident. Whereas grey is natural and a balanced color. It blends well with the richness of ocher. When used with a grey background, ocher will stand out and hold its integrity right.


Topchi Handcrafted Beer Branding
7
115
0
Published:

Topchi Handcrafted Beer Branding

Handcrafted Beer Branding Design
7
115
0
Published:

Tools

Adobe Photoshop
Adobe Illustrator
Copyright Info

Attribution, Non-commercial, No Derivatives

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